Pepe Jeans is linking with the Big Issue to supply jeans to homeless people in London and the South-east.
Under the scheme consumers can trade in any brand of old jeans for a 10 discount on a new pair of Pepe jeans. The Big Issue will then offer the old jeans to its vendors or recycle them.
The campaign, called “Turn in”, supports the launch of Pepe’s new range of workwear jeans which have big turn-ups.
The Big Issue is seeking a celebrity to launch the scheme, which will also raise money for the Big Issue Foundation. The celebrity will take off his or her jeans in front of the press and they will then be auctioned off, with the proceeds going to the Big Issue Foundation.
The campaign will be backed by posters and press ads will appear in the magazine.
Big Issue vendors in Manchester are currently benefiting from a scheme which is sponsored by Kellogg. The magazine sellers are able to buy jackets, designed by Tony Tait, for 10 – they would normally cost 90.
The magazine has previously worked with Levi’s, which provided its vendors with luminous bags.